Monday, April 27, 2009

Streakers, strollers & scholars...yes they all read

Writing for three audiences in every document

EVERY document (well nearly) should cater for three levels of readers. Some will glance, some will skim read and some will study every word.

Also known colloquially as streakers, strollers and scholars.

So how to talk to them?

Headlines and big pictures for the streakers.

Sub-headings and pullout text for skim readers - our strollers.

And the full treatment for scholars - every word carefully placed and thought through in a logical order, supported by images and headlines that make sense.

Why? Because we're going online, getting news in ever shorter, shaper blocks of copy & becoming overwhelmed by GFC markets info overload.

Simple, clear, compelling communication matters more than ever.

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